In a recent conversation with author Ali Pervez, I was surprised by his provocative question. He asked "There are only two reasons why someone doesn't buy from you. Do you know what they are?" I could think of many reasons, not just two. When he told me the answer, I realized that all of the reasons I was listing in my head were neatly summed up by the two reasons that he provided. I also realized that most of the efforts in marketing should focus on removing these two reasons why people don't buy from you. Do you know what the two reasons are?
The antibody business is nothing shy of difficult. How do successful companies market their antibody product offerings? In a conversation with Matt Landry, Vice President of Marketing and Sales at Aviva Systems Biology, we asked him to provide us with some lessons that he has learned during his career in marketing antibodies. This post is an excerpt from our interview.
As science marketers, we believe that our target audience is inherently different from general consumers, dismissing any general marketing practices as out of context and ineffective. We also believe that logical arguments make for the most effective marketing messages because, after all, scientists are rational beings. This stereotype fails to ignore the rich, diverse, creative personalities that scientists are. By appealing to scientists’ emotions and egos, we actually have the potential to make marketing much more effective.
Innovation is a crucial part of most life science companies’ success. Management often uses the claim of innovation as a message in marketing and advertising campaigns for products, however, this practice can promote mixed results at best and may have long-term negative consequences for a company’s brand. This issue ofLinus Report discusses the importance of situating innovation as a brand attribute and provides a framework for employing innovation within marketing messages.
Every year, marketers produce a plan for their products or service offerings. Strategic plans are critical. Yet too many plans are rushed and serve only to rationalize the request for budgets, never to be referred to again. Regardless of the template used or the process taken for planning and budgeting, almost all plans can benefit from three critical pieces of information to make them more useful documents.
Business-to-business advertisement often takes the form of a direct, information-based appeal to reason that relies heavily on functional criteria, such as product descriptions and specifications, data, and other descriptive content. Nowhere is this more apparent than in the typical advertisement for technical and scientific products and services. While “speeds and feeds” are undoubtedly important to this audience, a significant opportunity exists for those companies willing to explore other communication approaches. In this issue, we discuss ways to make the advertising of scientific products more effective by situating the role of emotion in the brand preferences and buying patterns of the customers.
Building brand-preference by strengthening a life science company’s customer service and technical support offerings can help companies on both ends of the technology adoption life cycle. At the beginning of the life cycle, companies known for unique and compelling service and support will enjoy faster technology adoption into majority markets. When entering the second half of a technology’s life cycle, companies can also extend the life of their products in majority markets and fight commodity status. In this issue, the importance of service and support both as a brand differentiator and navigator through the technology adoption life cycle will be discussed.
Greening Up the Lab – Part 1: Can Life Science Companies Differentiate with Environment-Related Messages?
As concern for the environment has become a top issue in the minds of people around the world, marketing messages with “green” themes have come into vogue. Would scientists react positively toward laboratory products and services that claim environmental friendliness? While there is significant opportunity for life science companies to tout environmentalism as a way of differentiating themselves from their competitors, there are several pitfalls they need to avoid. In this three-part series, we investigate how scientists feel about environmentalism, and how they react to marketing messages.